“We are the earth.”

    — Horst Rechelbacher

Set out by our founder Horst Rechelbacher in 1978, our mission continues to guide decision-making across the entire organization.

Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world.


Horst Rechelbacher was a pioneer of holistic beauty and a champion of environmental responsibility.

Born in Austria in 1941, Horst began working in a local salon at the age of 14, and by 17 was styling international celebrities at a salon in Rome. At 20 he won the European Hairstyling Championship.

He settled in Minneapolis, Minnesota and opened his first salon, Horst & Friends, and several others, becoming a successful salon entrepreneur before the age of 30. Fast forward a few years and Horst suffered burnout and recovered thanks to herbal remedies, as well as with yoga and meditation.

Aveda was born in 1978 with the vision to bring beauty professionals botanical products that would be good for them, their guests and the earth.

His ideas would revolutionize the beauty industry. “We are the earth,” he said. “We are soil. We are water. We are everything.”

Our history of caring for people and planet.

Aveda Corporation becomes B Corp™ certified.

Our blockchains are recognized as a leader by Forbes 50 Blockchain.

Aveda Corporation becomes Leaping Bunny approved.

All our formulas are 100% vegan.
Cosmetics Executive Women (CEW) Sustainability Excellence Award.

We install a 3.6 acre, 1.52MW onsite solar array at our headquarters in Blaine, MN.

We announce a new global Earth Month partnership with charity: water, a nonprofit dedicated to bringing clean drinking water to people in need.

National Wildlife Federation presents us with the National Conservation Achievement Award for our corporate leadership in protecting wildlife through education, advocacy and on-the-ground conservation.


Cradle to Cradle (C2C) sustainability endorsement. We are the first beauty company in the world to get it.


We are the first beauty company to manufacture with 100% wind power at our primary facility.


We achieve ISO 14001 certification for environmental management systems in our manufacturing operations.


We launch our first Earth Month campaign.


(and 2005)
Vanity Fair magazine names our founder as one of the most influential environmentalists in the U.S.


We endorse and sign the Ceres Principles — a non-profit mobilizing business leadership on climate change, water scarcity and other sustainability challenges.
We are the first company in the world to do it.


The first Aveda Institute opens its doors in Minneapolis; Aveda Institutes are schools for aspiring professionals in the beauty industry.


Horst Rechelbacher founds Aveda with the mission of creating holistic beauty through wellness. Aveda means “knowledge of the whole.” We have opposed animal testing since the start.